campaign strategy, graphic design & video

the approach:

For the D&AD New Blood Awards 2025, Monotype asked students to “Reimagine the role of typography in the tension between freedom and law & order.”

Together with classmate Angel Pangilinan, we explored different movements happening in our country of the Philippines. We landed on red-tagging, a government practice of labelling journalists and activists as communists without valid evidence. It’s caused infringement on freedom of the press, attacks and even deaths. Red-tagging has been around since the Marcos dictatorship era during the 1970s to the 80s.

To raise awareness about this issue, we created Red Type, a font that uses variable font technology and artificial intelligence to detect words and phrases that could potentially be red-tagged and turn them red.

Red Type’s target audience is young, socially conscious Filipinos who are active on social media and are passionate about issues affecting their country, cities and neighbourhoods.

The campaign’s messaging is satirical yet informative. It will be placed on Facebook, LED Billboards near the Manila Light Rail System, a popular transportation choice especially for students, as well as urban centres like Makati and Taguig city and on independent news websites.

tools used:

Adobe Photoshop
Adobe Illustrator
Calligraphr